Summer is here and it’s only getting hotter. To cool you down and commemorate the arrival of Mother Nature’s most blistering season, we’re celebrating a brand so solidified in their progressive values, with such brand awareness and such yummy ingredients that you may have forgotten they’re a giant corporation.

Of course, we’re talking about Ben & Jerry’s. The company that began when the two slowest kids in gym class became best friends, and after an unsuccessful attempt at making it work in the “real world,” took a $5 ice cream-making class and decided to open a business.

Why do we love them? Because their small-town vibe and progressive values put people first. And, because their ice cream is naturally phenomenal. Not convinced? Read on.

Brand Voice

When you think of Ben and Jerry’s, you probably think of more than just delicious ice cream. You think of cows, bright blue trucks and exceedingly clever names: you think of the brand. And making up that brand is the voice and the tone that, through consistently clever marketing, the public associates with Ben and Jerry themselves; that of, just two guys, hanging out, making ice cream. The men behind the product exude a playful confidence; there is a small-town feel within the company that allows it to feel personal and fun. From their ice cream trucks dispensing free scoops, to their colorful stores, Ben & Jerry’s continuously conveys a fun, yet aware, voice and tone that has become their flagship product, you know, beyond ice cream.

Brand Values

In the world of content marketing, the term, “transparent” is heard almost as much as “content is king!” And while most brands stay far, far away from making statements as to their political beliefs, Ben & Jerry’s offers true transparency to their brand’s morality by breaking down their value system into three equally important missions.

Product: Ben & Jerry’s has taken the local, natural ingredients movement a step further than most companies by establishing the Caring Dairy program, dedicated to keeping cows and farmers happy by refraining from artificial growth hormones and committing to using sustainable farming techniques. It is truly “all about the ice cream” for these Vermont natives, and they often sacrifice financial gain in favor of practices that respect the earth and environment.

Economic: With a value of $130 billion dollars, you’d think that Ben & Jerry’s has a monetary motive behind all of their progressive ideas. Above all, the company believes in a values-led business that resonates with consumers beyond their tastebuds. While their mission is sustainable growth for their company, shareholders and employees, they also believe in regulating money out of politics through programs like, “Get the Dough Out of Politics,” aimed at stopping corporations from being allowed to spend unlimited money to influence election outcomes.

Social: The ice cream makers occupy a quasi hippy vibe that enables them to weigh in on big social issues in a subtle, friendly way. Rather than starting a heated debate, they make simple statements to make their audience aware of their stance. The reason this is so remarkable is that not only do these viewpoints align with their socially responsible brand image, but by taking a stance, they have garnered respect as a company. And while making your distinct viewpoint known about hot button issues is progressive, well, it’s been said that everyone has an opinion. Ben & Jerry’s takes it further by interacting directly with their audience, through social and community issues, thus gaining that sought-after virality where your customers are marketing your product. As an example, they temporarily changed the name of their popular Chocolate Fudge Brownie to Food Fight! Fudge Brownie in support of fighting for mandatory GMO labeling.

What differentiates Ben & Jerry’s is that their content strategy is 100% aligned with appealing to their customers above and beyond anything else. As Jerry himself has stated, “We measured our success not just by how much money we made, but by how much we contributed to the community. It was a two-part bottom line.”

Oh, and, um, the Ice Cream

How could we forget the ice cream? Above it all, Ben & Jerry’s strive to produce a superior product. They integrate their ‘60s mentality with product marketing that stays up with the times by tapping into cultural trends: they regularly come out with speciality ice cream like Scotch, Scotch, Scotch in honor of “Anchorman 2” and Hubby Hubby in honor of same sex marriage. They are even launching a series of flavors inspired by SNL sketches. Sure they do fun things but at the end of the day, they resonate with their loyal customers and employees alike through their terrific branding. Oh and speaking of employees … Ben & Jerry’s employees can take home three pints of ice cream each day. Now that makes us melt.

There is a spiritual aspect to our lives … when we give we receive, when a business does something good for somebody, that somebody feels good about them. – Ben Cohen

The Lego Group is the most valuable toy company in the world, estimated to be worth more than $14.6 billion. But things weren’t so awesome back in 2004 when the toymaker was a billion dollars in debt and suffering a 40 percent decline in sales. What changed? Lego realized something: like it or not, their company had to transition into a media company to correctly reach their audience.

Lego has reigned supreme at making this transition. Through brilliant content marketing and consistent branding, they’ve dominated the market and blazed onto our radar to become … the #iBrand of the week.

Visual storytelling

Not sure of the power of content marketing? Look no further than “The Lego Movie.” Rather than highlighting a character, or an already distinguished storyline (more on that in a bit), the movie promotes Lego itself in a way that is sure to increase ROI for years to come. By making a movie that is both clever and funny (Lego brought in execs from both “21 Jump Street” and “Cloudy with a Chance of Meatballs”) the toy/media company appeals to the adults who have the purchasing power, as well as creates excitement (and thus later, nostalgia) in children who watch it. Seriously, who else can create a movie about a brand?

MyLego & Lego Club

While most (read: all) children tire of toys after a few weeks of use, Lego has found a way to conquer that challenge by meeting kids where they want to be, when not playing legos: online. MyLego is a social networking site for kids (monitored closely by their larger counterparts) where they can create their own personal profile pages, win awesome rewards, meet other Lego fans, even battle in game modules and watch Lego TV. By finding a way to secure the technology angle to children—an area Legos don’t organically tap into—the company has found a way to continuously appeal and engage their audience. In the same fashion, Lego has a monthly magazine aptly titled The Lego Club that is a free, monthly subscription customized per recipient by age and location. Because really, the only thing kid’s love more than toys is getting mail.

Multimedia packages

With each new character and setting that Lego produces, they create a world to go along with it. Each toy series has a microsite and online games that further the storyline and allows kids to learn more about their new favorite characters; some even have serialized films through Lego’s partnership with Cartoon Network. Lego ties in each new series by exploring them on MyLego and the Lego Club, truly creating an all encompassing interactive experience.

Consistent branding

Regardless of where you look, the Lego logo is probably lurking somewhere near by, and when it catches your eye, you will immediately be able to distinguish it. When you turn on your Roku, it is there. When passing the new, clean Lego store fronts, it is immediately apparent. On the corner of every ad, on every box; the red brick and typeface is as consistent and recognizable as legos themselves.

The Lego Group has mastered the tough task of acing a radical transformation, while still maintaining the classic approach to the world of toys that they have always been known for; thus allowing them to foster a subtle, unfaltering loyalty—and a hell of an ROI.

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